IN THIS CHAPTER
Leveraging the power of an existing corporate/customer brand
Making your employer brand stand out from the competition
Crafting effective recruitment advertising campaigns
Taking your creative solutions for a test drive
A key feature of strong brands is consistency, and it seldom if ever happens naturally. It requires the disciplined application of a clear brand framework (guidelines) that typically incorporates your brand propositions (defining the core qualities you’d like your brand to be associated with), as well as the core creative ideas and aspects of visual design that serve to inform and frame the way you bring your brand to life through marketing.